Box office can be quite unpredictable and this was proven yet again this week by Materialists. The Dakota Johnson-Chris Evans-Pedro Pascal starrer had a lot going in its favour – it’s a rare romcom of today’s times, the casting is solid and it deals with a topic that the Indians can relate to. On the other hand, it faced competition from How To Train Your Dragon and From The World Of John Wick: Ballerina. The unjustified adults-only rating was also expected to affect its collections. However, Materialists managed to have great advance sales and it opened beyond expectations. The demand is so huge that the distributors have increased the shows by 100% on Saturday, that is, Day 2.
Materialists was released in around 150 screens all-India on the day of release. In Mumbai, 48 shows were allotted to it across 20 cinemas. As the day progressed and looking at the demand, theatres like Cinepolis VIP Thane, PVR Lower Parel, PVR Maison BKC, PVR Lido Juhu and Inox Worli increased the night shows of the film.
On Saturday, the number of shows of Materialists in Mumbai doubled to 108. Inox Malad, which played four shows on Friday, increased the showcasing to 5 and then added one more show on the morning of Saturday. In PVR Oberoi Goregaon and PVR Juhu, the number of shows jumped from 2 on Friday to 5 on Saturday. PVR Lower Parel and Inox Jio World Plaza BKC will have 7 shows of Materialists. PVR Icon Versova played 2 shows on Friday and increased the showcasing to 4 on Saturday. This morning, they added 2 more shows.
Meanwhile, theatres like Cinepolis Bhandup, MovieMax Mira Road, Miraj R Mall Mulund, Inox Raghuleela Vashi, Cinepolis Aurum Ghansoli, Inox Insignia Thane and Miraj Wadala, which had no show of Materialists on Friday, will be playing the film from Saturday onwards.
The same trend can also be seen in other major urban cities. PVR Ambience Gurugram has 8 shows of Materalists from Saturday, the highest in the country. The showcasing also increased in Bengaluru, Kolkata, Hyderabad, Pune, etc. Of course, since it’s a multiplex film, the shows are heavily concentrated in the major cities. In fact, the more elite the cinema, the better the occupancy. This is the reason why Materialists is doing exceptionally well in the multiplexes of Mumbai’s Bandra-BKC-Juhu belt where its shows are getting sold out way in advance.
As per early estimates, Materialists collected around Rs. 45-50 lakhs nett on the first day. The word of mouth is positive and with an increase in shows, it now remains to be seen if it manages to cross the Rs. 1 crore mark on Saturday or Sunday. The hold on Monday will also give an idea about its lifetime.
Meanwhile, How To Train Your Dragon collected Rs. 2 crores plus while From The World Of John Wick: Ballerina earned more than Rs. 1 crore plus on Friday, according to early estimates. In other words, it’s going to be a healthy weekend for the exhibitors and the audience at large.
More Pages: Materialists (English) Box Office Collection , Materialists (English) Movie Review
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